9 Skills Every SEO Pro Needs For Success In 2025

The basics are the high-level SEO tactics that have been proven to have a positive impact on the algorithm in the not-so-distant past—and are predicted to work for the foreseeable future!

Some of these tactics include:

• Optimize title tags to incorporate what the content on the page is about—yes, sometimes it can be that easy!
• Write strong, descriptive header tags that guide users and search engines through a page’s content.
• Implement internal linking between related, helpful content.
• Make sure a page is indexable and targets the correct keywords.

A solid SEO foundation helps you connect the dots between different tactics and understand why things work, not just how to do them. Without this core knowledge, everything starts to feel disjointed, like a pile of information with no clear structure. But when you take the time to build a sturdy base, every new skill or tactic you learn will make more sense, add value, and drive real results.

The deeper you go into the SEO Matrix the higher the chance you neglect the basics. We find this happens more often when working with the same site or business for a long time.

So, what can I do to make sure I’m not missing out on low-hanging fruit?

• Refresh yourself on organic (and local, if relevant) ranking factors—reminding yourself what moves the needle, and what doesn’t, helps to better prioritize tactics.
• Get familiar—and stay familiar—with search engine result pages (SERPs). The SERPs are constantly evolving and changing on a whim, focusing on targeting intent can help you withstand the test of time. Being familiar with what opportunities and challenges lie within these pages will help you find new ways to stand out.
• Take a few free SEO courses or attend webinars to remind yourself of some basic tactics or strategies and make sure you’re not skipping over any obvious opportunities (we listen and we don’t judge). The Kick Point Playbook hosts webinars with top SEO experts every month—subscribe to our newsletter to get updated on our next webinar.
• Don’t ignore technical SEO. We’re serious, remember, if a search engine can’t find or crawl it, neither can users. If you’re looking for a place to start, Dana DiTomaso has a great Technical SEO course on LinkedIn Learning.

What are some local SEO low-hanging fruit I can capitalize on right now?

If you’re a fellow local search professional, welcome! Here are a few low-hanging fruit SEO opportunities you can get started with:

1. Review and optimize your Google Business Profile.

If you want to be found in Google Maps or appear in the local map pack, you need a well-optimized Google Business Profile (GBP). Some quick opportunities to help optimize your business profile include:

• Select the right primary category!
• Link to your related location’s landing page.
• Include pre-defined and custom services.
• Add real images of your physical location, team members, and products and services.

A well-optimized business profile is one thing, it’s another to track your GBP’s performance, so don’t sleep on including UTM parameters to URLs on your website link, appointment links, and any post links.

2. Create landing pages for your important services, locations, and service areas.

Imagine you run a local lawn care business offering everything from mowing to fertilizing. If homeowners are searching for weeding services in your area but you don’t have a dedicated page for weeding, you’re going to miss out on those potential customers.

It’s an easy oversight, especially when adding new services during busy seasons. To maximize visibility, create a service page optimized with:

• A local, keyword-rich title tag
• Clear, structured header tags
• A strong call-to-action guiding visitors to book or contact you

Don’t leave business on the table—make sure every service you offer has a well-optimized page to match local search intent.

3. Embed your Google Business Profile map onto your website.

It’s one thing to add a Google Map to your website to help users easily get directions, but you should make sure you’re embedding your business profile map specifically as it can make it easier for users to click through and interact with your business profile—like leaving a review!

This map should be placed on related location pages (if you have more than one physical location).

4. Start asking for reviews!

Building trust with potential customers starts with strong, consistent reviews across multiple platforms—not just Google. Reviews not only reinforce credibility but can also improve your local search rankings.

A good benchmark is to look at the businesses outranking you in the local map pack and aim to match or exceed their review count. But quantity alone isn’t enough—regularly earning detailed, positive reviews is key.

To maintain a steady flow, develop a review management strategy and train your team to confidently ask for reviews. A proactive approach ensures a continuous stream of fresh feedback, strengthening your reputation and search visibility over time.

So, you have the basics down, now it’s time to prioritize what you’re putting into practice. Carelessly implementing SEO tactics without tying them to your business goals is a recipe for wasted effort. To make an impact, every SEO decision must serve a clear purpose.

Not every SEO trend or tactic will be relevant for you or your client’s business—and that’s okay! Focus on tactics that make sense for your specific goals, are ethical, and drive revenue growth. Trends and algorithm updates will come and go, but sticking to relevant, helpful strategies ensures long-term success.

Implementing the right SEO strategy will help you (or your client):

• Be more visible for search queries that matter.
• Reach the right audience—the one that converts!
• Secure buy-in for SEO work from stakeholders by demonstrating the direct impact on revenue and success metrics.
• Prioritize your SEO work and different tactics to better reach your goals.

What can I do to make sure I’m spending time on SEO work that moves the needle?

Start by confirming the goals. Goals aren’t static, they often grow as a business grows. We recommend creating a goal charter to guide budget and other decisions, and updating it quarterly or yearly.

A goal charter doesn’t just include the “why” behind your work, but exactly what you’ll do to achieve and measure the success of each goal. This sets a strong foundation of communication and trust between you and all key stakeholders.

A goal charter empowers you to:

• Communicate the whys and hows to everyone on the team.
• Build a successful SEO strategy.
• Prioritize tactics as they relate to specific goals.
• Measure the outcome of your strategic work.

Important Reminder: Everyone involved on a website project or ongoing SEO work should be aligned on the goals and overall direction and have participated in developing the goal charter.

In today’s competitive SEO landscape, especially with the rise of AI-driven search tools and shifts in how users search across different platforms, visibility has become more challenging, particularly in competitive industries and local markets. This makes it crucial to focus your efforts on driving qualified leads, rather than wasting time on just ranking number one or hitting a specific traffic number.

💸 “Rankings don’t pay the bills — we need to focus on what matters to stakeholders and what drives their business forward.” — Claire Carlile, LinkedIn

Ranking hacks and trends that promise to boost visibility are often ineffective if they don’t target an audience that is more likely to convert.

With the introduction of AI Overviews and generative search, SEOs find themselves overwhelmed by learning how to rank in a new space. Some experts, like Matthew Brown, remind us not to waste our time trying to rank with copycat formats. Instead, we should prioritize providing high-quality, valuable content that directly speaks to your audience and addresses their needs.

By targeting the right audience instead of just aiming for the top-ranking spot, your SEO efforts will drive more qualified leads and build trust with your clients.

How can I lean into driving qualified leads if my boss (or client) gets upset if we don’t meet traffic goals?

When you start focusing less on rankings and traffic and more on conversions, you’ll often see a drop in traffic. That’s because you’ll no longer be writing content for the sake of getting people to the site even if they don’t convert. Removing irrelevant or outdated content that was driving the wrong kind of traffic will also lead to a drop.

If you’ve previously been reporting on rankings and traffic volume, it can be hard for executives or clients to understand why traffic going down is a good thing. This is your opportunity to educate on the changes we’ve seen in search and explain that Google wants us to focus on building an audience and providing quality content. It is part of your job to explain to your stakeholders why the changes you are making will lead to you reaching more of your target audience and improving conversions. Having reports and dashboards that highlight conversions as the key metric instead of traffic will help solidify this shift in thinking as the right move.

How can I get more qualified leads?

A key step in shifting an organization’s focus from traffic to conversions is bringing in more qualified leads. To do this, it is necessary to evaluate your marketing funnel. Ask yourself:

• What content is driving traffic?
• Does this content align with my ideal audience?
• Am I addressing different stages of the customer journey (awareness, interest, desire, and action)?

If your low-level funnel content targeting users in the “action” stage—such as service or product pages—is already driving leads, but your overall online visibility is low, consider expanding into other stages of the marketing funnel. Optimize (or create) content that attracts users at the awareness stage and guides them through the rest of the journey. For example, prioritize content that educates, builds trust, and gently nudges users toward taking the next step.

How can I make sure those qualified leads convert?

Start by focusing on conversion rate optimization; look for opportunities to make it easier for people to do what you want them to do on your website. For example:

• Simplify forms to increase completions—don’t overcomplicate this process.
• Offer different conversion streams like online booking so you’re not just forcing users to call.
• Use clear calls to action so the path your audience should take is unmistakably clear.
• Optimize your content to make sure it answers important questions that help people make decisions.

Quality outweighs quantity—whether it’s writing new content, securing backlinks, or building citations. Ultimately, SEO isn’t about doing more, it’s about doing what matters most.

❌Don’t churn out countless blog posts.
✅ Create unique, helpful, and well-researched content that resonates with your target audience.

❌ Stop building as many citations as possible.
✅ Build important citations and ones relevant to your location or industry.

❌ Don’t try to build as many backlinks as possible.
✅ Find backlinks that are likely to attract potential clients or customers to your site, build your brand awareness, or highlight your expertise.

By prioritizing quality over quantity, you’ll save time by focusing on what truly moves the needle while also building trust through more accurate, useful information about whatever you are offering.

How do I know if my content is high-quality?

To know whether or not your content is high-quality, start by auditing your content to find out:

• What content is directly converting users?
• What content catches potential leads’ attention while they are exploring related topics—eventually encouraging them to return and become a qualified lead in the future?

Utilize Looker Studio to view sessions, key events, clicks, and impressions of your landing pages by blending your GA4 and Google Search Console data. Prioritize pages that convert well but don’t get a lot of traffic (sessions), clicks, or impressions. These pages have an opportunity to bring in more converting traffic—you don’t have to overcomplicate this process!

The goal at this stage is to optimize current content and/or get rid of content that is no longer relevant, doesn’t help build on E-E-A-T principles, and doesn’t drive the right kind of traffic. We’re in a “copy-paste” culture where content often lacks originality. Simply pumping out as much content as possible to rank for every possible query no longer works. Instead, focus on creating content that not only ranks but also drives qualified leads and contributes to business growth.

How can I start creating better content in 2025?

While you might be tempted to let an AI tool do all of this work for you, you need to resist. Instead, employ AI tools to help you find gaps, build solid outlines, and generate ideas for adding additional relevant elements to your work.

To stand out, your content needs to provide unique value. Avoid simply rehashing what’s already out there. Instead, ask yourself:

• What part of my goal charter does this content address?
• Will my target audience be able to take action on this content?
• Does this content directly target my audience at a specific stage in my customer journey?
• What knowledge gap am I trying to fill?
• What makes my content different from competitors?
• How can I add a fresh perspective or valuable insights?
• Can I present this information in a better way (e.g. video, visuals, checklists, etc)?
• Is there an opportunity to provide a helpful resource as a takeaway?

This shift requires being intentional and creative. Look for opportunities to offer something truly unique—whether it’s exploring niche topics, providing in-depth how-tos, or sharing firsthand experiences.

How do I know what citations I should be building?

This will depend on whether or not this is for a local business, but you’ll want to continue prioritizing the main citation sites below:

• Google My Business (if the business is eligible)
• Bing Places For Business
• Apple Maps
• LinkedIn
• Yelp
• Any relevant social media profiles

If you’re a local business, focus on optimizing citations that are relevant to your industry and locality to boost your visibility. For non-local businesses, keep an eye on both your own and your competitors’ branded search engine result pages, aiming to be present on sites that build trust and attract real users. Regardless of your business type, prioritize visibility on sites where your audience is active, where your competitors are listed, and those that frequently appear in searches related to your business—like getting featured on Yelp if “best of” lists for your industry if they often appear for relevant search results.

How will I know if a backlink is worth the investment?

To determine whether a backlink is worth your time and effort, ask yourself:

• Is the site or content relevant to my industry? You want backlinks from sites that align with your niche.
• Is the page or site linking to me locally relevant? Since the content on local business sites can be extremely similar, it could be that links are a helpful differentiator to see which local business is more well-known.
• Does it help strengthen my expertise or authority on a particular topic that’s important to my business? You want to prioritize building links that reinforce your credibility in your field.
• Is it likely to drive real users to my site? Links that bring actual traffic, and even better, converting traffic, are always a win!

Prioritizing a lower number of high-quality, relevant backlinks over a large quantity of mid backlinks will yield better results. While backlinks remain an important signal for search engines like Google, their value lies in the credibility, relevance, and potential business they bring. Focus on links that enhance your authority and have the potential to get you in front of additional audiences that are relevant to your business.

AI isn’t just taking up space in search with the introduction of AI Overviews and generative search, it’s becoming an important part of the SEO’s toolbox, offering new ways to save time and streamline workflows.

While tools like ChatGPT and Claude are widely used to generate ideas, find creative solutions, or even draft a wide array of content, they’re just the beginning. A growing number of AI tools can assist with a plethora of tasks, making your work faster and more efficient.

✅ When used responsibly, it can set you up for success by handling repetitive tasks and giving you a head start—without compromising the human touch that makes your work stand out.

❌ When used irresponsibly, you risk implementing tactics against Google’s Guidelines. For example, Barry Schwartz shared an example of where a company was using AI to create web pages and blog posts to get backlinks.

AI responses aren’t always 100% accurate, so it’s essential to review and refine its outputs carefully. Having AI pump out blog content or analyze thousands of rows of data without any human intervention is a recipe for disaster. An experienced SEO, digital marketer, or analyst is necessary to make sure you’re getting valuable outputs that aren’t repetitive content or inaccurate nonsense.

How can I start using AI more responsibly in 2025?

Here are a few tips for the new year on how to utilize AI as a strategic tool:

• Craft Better Prompts: The quality of AI-generated content depends heavily on the prompts you provide. Frame your queries to focus on actionable insights and takeaways that align with your goals.
• Optimize Your Workload: List your current responsibilities to identify time-consuming or repetitive tasks that could benefit from AI assistance, such as data analysis, drafting outlines, or copywriting.
• Explore Specialized Tools: Beyond general-purpose tools like ChatGPT, explore other AI platforms tailored to your needs. For example, SEO tools that analyze keywords or suggest content gaps, writing assistants for creating content frameworks, and data tools that streamline reporting or data analysis.
• Double Check AI Results: Analyze AI-generated insights critically to confirm their accuracy and relevance.

Andy Crestodina has an abundance of helpful resources on utilizing AI for content, workflows, data analysis, and more—check it out if you want for even more specific how-tos.

What if my boss or client believes they no longer need SEO work because they can just use AI?

Have you ever asked “Why can’t AI just do my job for me?” Or, has a boss or client asked “Why do I need to hire an SEO if I have AI?” If you have, you’re not alone.

The simple answer is that AI isn’t perfect, there’s a lot of nuance and skill required to use it effectively. An experienced SEO will know what to use AI for, what prompts to ask, and how to get the most out of AI outputs without going against Google’s guidelines.

We’ve put together some helpful responses for you to use next time you’re in this situation—we’re sure it will come up more and more as the year progresses:

Response Example 1: Why do I need an [agency/freelancer/strategist/etc] if I can just use AI?

AI is a powerful tool, but it can’t replace expertise—it can only enhance it. It can generate ideas, automate tasks, and speed up workflows, but it doesn’t know our business, our customers, or the unique challenges we face. That’s where digital marketers (whether at an agency or freelance) come in.

The right answers start with the right questions. AI is only as good as the prompts it’s given. Knowing what to ask, how to prioritize, and what actually matters is a skill that takes experience to develop. For example, while AI can generate helpful outputs, it won’t understand why something works or how to adapt a strategy when/if the market shifts—only a human can bridge that gap.

While AI can remix existing information, it can’t innovate. A strategist blends data, intuition, and experience to build a plan that moves your business forward.

Response Example 2: Why can’t I just have AI write all of the content?

AI shouldn’t write all of our content because AI isn’t always accurate. AI-generated content can pull from outdated or incorrect sources and confidently present misinformation—which can damage trust and credibility. While it can revamp existing information, it can’t provide unique insights or firsthand experience—the things that set brands apart.

Beyond that, search engines have made it clear that using automation primarily to manipulate rankings is considered spam and violates search policies. AI can assist in content creation, but human intervention is essential to keep things compliant for long-term SEO success.

Additionally, AI doesn’t know what content should be created—it just generates what it’s asked for. A real strategist analyzes user behavior and search data to determine what’s worth prioritizing and creating, so our content serves a purpose rather than just existing for the sake of it.

Finally, AI shouldn’t be making decisions alone. A computer isn’t accountable for the accuracy or impact of its content—humans are. That’s why AI should be treated as a tool, not a replacement for real people.

While non-branded queries are crucial for visibility and lead generation, monitoring your branded SERPs and strategically showcasing your expertise is key to establishing your brand as a trusted authority.

Branded SERPs are a direct reflection of your business’s reputation and authority. Optimizing them builds trust and reinforces your credibility. Showcase your industry expertise—both on and off your website—and be transparent about your services, knowledge, and unique value.

In 2025, take steps to improve your brand’s presence by:

• Sharing accurate and consistent information across different channels.
• Highlighting authoritative content that showcases your expertise and value.
• Addressing content gaps by adding material that reinforces your brand values or improves how you’re perceived.

Ignore these opportunities and you risk weakening your credibility and missing out on valuable engagement.

How can I identify where I need to improve my brand awareness?

To find areas you can build on your brand authority, start by asking yourself the following questions:

• Are you active on the right social platforms where your audience spends time? Take steps to build relevant, optimized social profiles that engage with your audience outside of Google.
• Does your website clearly communicate what you do (your product/service), how you do it (your process), and where you do it (your location)? Sometimes it’s as simple as optimizing your banner text to clearly describe what you do or creating webpages for missing services.

For example, there’s almost too much going on here. If you were looking for new windows, this site might be too distracting (see screenshot above).

This other website (see screenshot above) ranks higher than the example above and describes to the user what they do, builds trust, and guides the user to take action.

• Do you showcase whether or not you’re qualified in your field or if you provide a unique value to users? Include details about your business like how long you’ve been in the industry, share any relevant certifications, highlight real-world case studies, etc. Promote this information both on and off your website—anywhere your business is mentioned or listed online or offline.
• Are you leveraging awards, reviews, and testimonials to build credibility? A solid online reputation is the cornerstone of brand awareness. Regularly ask for reviews, actively engage with customers through different channels, and address feedback transparently to build trust.
• Is your brand aligned with your audience’s expectations across all touchpoints? Your content should meet the needs of your audience and answer their important questions at each stage of their customer journey (awareness, consideration, decision, retention, and advocacy). Start by identifying how much of your content is top-of-funnel, middle-of-funnel, and bottom-of-funnel and whether or not that content is actively driving users to the next stage.
• Are you sharing information about your brand through other channels (both online and offline)? You can say all you want about your brand on your website, but that’s not the only place users are searching for goods and services. It’s time to identify where your target audience is active (both online and offline) and take the necessary steps to meet them there.

By aligning your expertise with a strategic focus on brand awareness, you not only improve how search engines perceive your brand but also build stronger connections with your audience. This ensures that potential customers see your brand as trustworthy, helpful, and ready to meet their needs.

Google is not the only platform where people search for businesses, services, or products. To truly connect with your audience, you need to diversify your content distribution to be visible where your audience spends time.

While optimizing for Google remains important, don’t limit your strategy to just Google, meet your audience wherever they are searching. Your audience’s search behavior is evolving. Consider asking yourself the following questions:

• Are users finding my website using AI tools?
• Are they spending more time on social platforms like YouTube,
• TikTok, Instagram, or other social media platforms?
• Are they seeking more visual content to inform their decisions?
• Are they using forums, communities, or Q&A platforms to ask questions about your products or services?

By diversifying your content distribution while maintaining visibility in key areas, you’ll stay top of mind for your audience, ensuring they can find and engage with your brand wherever they are.

How do I find where my audience is searching?

Start by creating audience personas and gathering topics you want to focus on. Based on this information, utilize different audience research tools like SparkToro, Audiense, and/or BuzzSumo to gather more details on:

• Who your audience is
• What their interests are
• What content they consume
• Other account information based on who they follow

For example, SparkToro can show you the social networks most likely used by users who search for specific queries or topics (see screenshot below).

Pay attention to the specific platforms that your audience is currently on, and optimize your content for those platforms to be more visible.

How can I be more visible on these other platforms?

As your audience engages with a wider range of platforms and as their search intent shifts, relying solely on written content like blogs is no longer enough to reach them.

One of the biggest issues that we see time and time again in the industry is brands falling victim to this mentality and this idea that they can just create things, create content and the world will be theirs instead of focusing on the distribution of that content. What I’m saying is that we need to think like a modern media company. Modern media companies like the folks over at Masterclass, where when they create a product, it’s essentially a series of content assets, right? — Ross Simmonds

To stay visible across different channels, tailor your content to where your audience spends their time. For instance:

• If your audience frequently uses YouTube or other video-heavy social media platforms, invest in video content that raises brand awareness, builds trust, or guides users to your site.
• On image-heavy platforms like Instagram or Pinterest, focus on creating infographics, short-form videos, or engaging images that resonate with users and align with their search intent.

Different channels favor different formats, so understanding what works best on the places where your audience is active will maximize your visibility and impact.

How can I be more visible on AI-driven tools like ChatGPT?

It’s one thing to make sure your website can be crawled and important pages can be indexed, but in 2025, it’s important to know how to get your website visible on AI-driven tools as well. For example, having your website indexed and visible on alternative search engines like Bing, grants your site the ability to be shared on ChatGPT.

Double-check that you’re not blocking AI tools from crawling your site and use your content to provide accurate and relevant results.

Here are some additional tips from our recent webinar with Crystal Carter on SEO for Brand Visibility in Large Language Models (LLMs):

• Optimize your SEO for visibility on search engines—first. This lays the foundation for visibility in LLMs.
• Build on your branded entities. LLMs rely on sources like Wikipedia, schema, and backlinks.
• Continuously monitor branded queries on different LLMs and correct any misinformation you come across.

You can take this a step further and monitor traffic from LLMs and other AI tools in GA4.

How can I maintain engagement across these different platforms?

The trick here is to go beyond just publishing re-purposed content. You’ll need to participate in discussions where your audience is active. This means:

• Addressing customer questions directly through your own channels, like social media comments or Q&A sections on your website.
• Responding to questions as a person from the business on forums or platforms like Reddit and Quora (if applicable to your industry).
• Sharing expertise in industry-specific groups or communities.

The goal is to be where your customers are—and stay there—this requires consistency. To be consistent, regularly evaluate where your audience is spending time, monitor shifts in user behaviour or preferences to adapt your strategy, and continuously expand your reach across new channels and platforms (as they emerge).

Success depends on context, intent, and how well tactics align with your business goals. SEO often involves a mix of opinions, case studies, and strategies that may not work the same way for every business so it’s crucial to be making data-informed decisions.

We say “inform” rather than words like “drive” or “guide” for a few different reasons:

1. Data isn’t always 100% accurate—something might not be tracked correctly, or some tracking may have broken during a period of time (or not existed at all), giving unreliable information.
2. You can’t track everything—whether it be government regulations on what you can track or more internet users utilizing ad blockers, you can’t always get the entire picture.
3. Data isn’t the only source of truth for your business—goals and other outside context are important when analyzing your data.

Imagine your business sells products that reduce pressure and moisture in sealed containers during shipping. Your website data shows that desiccant pack pages drive the most traffic, but your company is phasing out 50% of its desiccant line by year’s end. Meanwhile, the real goal is to increase sales of breather valves. Even if desiccant pages attract high traffic and conversions, prioritizing them in your SEO strategy wouldn’t align with your business objectives. Instead, focus on breather valves and other high-potential products that support long-term growth. SEO should work in tandem with business goals—not just chase traffic.

Remember, it’s far less costly to discover early that an idea doesn’t resonate with your audience than to spend years optimizing and marketing a campaign that ultimately fails.

How can I start making more informed marketing decisions with my data?

To make informed decisions, your first step is to get familiar with you or your client’s business goals, then confirm your analytics setup is correct. Goals help you build the right setup and choose the right key events to track.

When you’re confident you’re tracking what you need to, get clarity on:

• Your audience’s journey: Where are they coming from? What social media platforms or websites drive traffic to your site? If your data is inaccurate, identifying these trends becomes nearly impossible.
• Your content performance: What content is converting well? If your key events in GA4 (e.g. a button click) aren’t properly set up to reflect meaningful conversions, you may misinterpret performance.

Making data-informed decisions isn’t just about collecting information—it’s about ensuring your data is accurate, relevant, and actionable to help inform effective marketing strategies.

What if I don’t know how to use GA4?

If you struggle to access or interpret accurate data, focus on improving your reporting and data analysis.

At Kick Point Playbook, our Practical GA4 or Analytics For Agencies courses will help you build a data-informed approach. Learn how to let the right numbers guide you and stop making risky assumptions with inaccurate data!

Every SEO has to start somewhere. Many of us began with no knowledge, slowly learning in an ever-changing field year-after-year. The constant updates, evolving best practices, and overwhelming volume of information can make it hard to know who to trust or where to find reliable advice—not all information is helpful and some tactics can even be deceitful or harmful.

As SEOs, we have a responsibility to uphold ethical practices and share knowledge that benefits both our clients and the industry as a whole. If you’ve tested and implemented a tactic that works and is ethical, share it!

By lifting others up, we build a stronger, more trusting and trusted SEO community. This isn’t just a passing trend; it’s a foundation for sustainable growth and success in 2025 and beyond. 💪

How do I know I’m learning from a trustworthy source?

Here are a few tips to feel more confident about a brand, resource, or individual you’re taking advice from:

• They can admit to being wrong, or feel confident saying “I don’t know”—this type of person is less likely to lie or deceive just to feel smart or relevant.
• They back up their advice with logic or evidence—not everyone can put together large data studies or research, but there should always be some reasoning behind what someone is saying.
• They regularly cite high-quality research—some pieces of evidence are more reliable than others and you should take that into account.
• They change their mind—SEO is always evolving, it’s best to learn from someone who’s open-minded to making a change to commit to doing better.

How do I keep growing as an SEO?

To continue to build on your skills as an SEO professional and “keep [your] side of the street clean”:

• Stay curious and keep seeking out new strategies, updates, and techniques.
• Evaluate whether a tactic is realistic, ethical, and aligned with business goals.
• Test what works, learn from the results, and share those insights to help others avoid mistakes or harmful practices.

Let’s become better SEOs in 2025—and beyond!

It’s time to prioritize quality SEO tactics so we build more valuable strategies that improve performance, create healthier working relationships, and strengthen trust between businesses and their clients and customers.